一個人的經濟時代來臨，寵物在家庭中已逐漸類化成為家人或同伴角色，受到前所未有的重視，這使得寵物相關產業近年來正處方興未艾之勢，其中寵物觀光產業也乘此趨勢得到顯著的擴展與成長。但在休閒觀光研究領域過往研究之中，多僅針對寵物與其飼主之間的關係做探討，鮮有研究針對寵物與飼主共同進行餐旅相關消費其對應的行銷販售策略進行研究與討論。本研究以臺灣寵物餐旅業產業中允許寵物與飼主共同進入的餐廳業者為研究對象，研究期間為2012年8月至11月間，針對臺灣寵物飼主進行網路廣告網路問卷以及紙本問卷調查，以產出導向之資料包絡分析法 (Data Envelopment Analysis, DEA) 為研究方法，採用四種產出變項 (點擊率、購買意願、對廣告回憶程度、對廣告態度)與五種投入資源變項 (顏色、文字長度、圖片使用、廣告篇幅大小以及代言寵物數)，衡量寵物餐廳網路廣告的效率值，再針對管理者不可控制之解釋變項：行銷廣告中之代言寵物類型、消費者對寵物餐廳廣告之涉入程度的不同，研究影響網路廣告效率之環境因素，研究發現消費者對寵物餐廳廣告之涉入程度會顯著正向影響網路廣告之效率，同時純種非受歡迎類型代言寵物也將顯著負向影響網路廣告效率值。期望可透過本研究結果，提供寵物餐廳經營者參考，在此「一個人經濟」時代中，創造商機。

Nowadays, pets have been playing an ever more essential role in the lives of humans as the family members or close companions. This trend also brings the pet-related hospitality industry experiencing a significant growth. Even though existing researches investigated the relationship between pet owners and pets, there is a paucity of papers to investigate the pet related advertisement effect toward pet owners in the pet-related hospitality industry. This paper employs the data envelopment analysis (DEA) to evaluate the efficiency for internet advertisements of pet-allowed restaurant using five input variables and four output variables during Aug. – Nov. of 2012. Meanwhile, the paper further examines the impact of independent variables, including the type of pet celebrity in the internet advertisement and the level of pet owner involvement, toward efficiency through the truncated regression with bootstrapped procedure. The results indicate that endorser type and involvement can influence the efficiency of internet banner advertisements for the pet-allowed restaurants and the results also offer the improvement suggestions of the internet banner advertisement for the pet-allowed restaurant.

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